Arizona’s First University.

Phoenix Roundtable Visual Communications

AuditJune 21, 2006

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Visual Audit - General

Fourteen UA units use communications in Phoenix area

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Visual Audit - Mechanisms

• Administration units• College/department/unit• Programs and services• Events• Internal Communications

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Visual Audit – Type of Communications

• Advertisingprint, TV, radio

• Web• Publications

Magazines, flyers, program information• Correspondence

E-mail, invitations• Signage

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Visual Audit - Audiences

• Potential students and parents• Parents of current students• Current students• Alumni• Employees/Volunteers• General• Patrons of programs and services• City/County/State government officials• Corporate and Partners• Donors• ABOR

Arizona’s First University.

Advancement

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University Advancement

• UA On the Move sent to approx. 14,000+ statewide constituents

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University Advancement

• UA Visitor Guide (distributed to Phoenix audience via Admissions)

Arizona’s First University.

Admissions – Phoenix

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Admissions – Phoenix 4001 N. 3rd St.

• Flagship piece is the Viewbook; supplemented by department or program information as appropriate. Also use UA Visitor Guide.

Arizona’s First University.

Arizona Cancer Center

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Arizona Cancer Center

• The Arizona Cancer Center is Arizona's first National Cancer Institute-designated comprehensive cancer center. With primary locations at the UA in Tucson and the Virginia Piper Cancer Center in Scottsdale, the Center has more than a dozen research and education offices distributed throughout the state.

• Development Office at 4001 N. 3rd St.

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Arizona Cancer Center

Publications

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Arizona Cancer Center

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Arizona Cancer Center

Arizona’s First University.

College of Agriculture and Life

Sciences

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CALS

• Extension programs in every County

• Development Office located at 4001 N. 3rd St.

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CALS

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CALS

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CALS

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CALS

Arizona’s First University.

College of Medicine-Phoenix

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College of Medicine - Phoenix

• New facility at 7th and Van Buren opens July 2006

• New class of students begins Aug. 2007

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College of Medicine – Phoenix Publications

Tri-fold (currently under revision) is used at events, in response to requests for information, on the Web page (pdf), and distributed at programs

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College of Medicine – Phoenix Publications

Focus on Phoenix Newsletter is mailed to distribution list of 3,500+ recipients; also used at events and meetings

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College of Medicine – Phoenix Publications

• The Medical Education Process Step-By-Step used upon request only – for those having trouble differentiating between a residency and clinical rotation

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College of Medicine – Phoenix Publications

• Project Medical Education brochure

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College of Medicine – Phoenix Publications

Economic Impact Brochure used at events, meetings, programs, etc.

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College of Medicine – Phoenix Electronic Communications

“Phoenix Link” e-mailed to 3,000+ recipients

Arizona’s First University.

College of Pharmacy

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College of Pharmacy – “One Pager”

• used during discussions with City of Phoenix officials, Arizona Board of Pharmacy and UA administration

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College of Pharmacy – “2-page plan”

• used for the same audiences, in addition to other prospective funding sources• the basis for http://www.pharmacy.arizona.edu/about/copphx.php

Arizona’s First University.

Eller College of Management

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Eller College of Management

• http://www.elleremba.com/– 14-month Executive MBA program begins Aug. 2006 – Weekends at Scottsdale Marriott at McDowell Mountains – Clear Channel Billboard (not shown)

Arizona’s First University.

Intercollegiate Athletics

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Intercollegiate Athletics

• Direct mail: Alltel Cat Cruiser mailer sent to Phoenix area alumni and football individual game ticket buyers (approx. 30,000). Mailed once annually in July/August. Phoenix Alumni Club staffs the bus, on which raffles are held to assist with scholarship efforts.

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Intercollegiate Athletics Additional Information

• Billboards– Two (2) Phoenix bulletin outdoor billboards (14’x48’) promoting

football season tickets during July/August/September (Clear Channel and Viacom), as available. The locations are as available, and can rotate.

• Advertisement– No print, TV or radio advertising in Phoenix

• Email– Cats e-News sent to registered fans. These communications are not

specific to Phoenix, only registered members – which we have in that area. We also get some information included in the Alumni e-Newsletter sent out by Mark Strickling

• No Publications• Events in Phoenix (put on by athletics only, not alumni)

– Meet Mike Stoops and Kick-off Dinner• Miscellaneous

– Football and men’s basketball radio game broadcasts of all games (station not specified).

– Cable broadcast of a majority of basketball games and selected football games on FSN Arizona

Arizona’s First University.

KUAT

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KUAT

• KUAT has the best digital television signal in Phoenix.• Most of KUAT’s exposure in Phoenix is over-the-air or through

KUAT productions that may be aired on KAET or one of the radio stations serving that market. 

• Working on some election programming for the fall, which will probably air statewide.

Arizona’s First University.

Advancement- State Relations

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State Relations

• Pride Night event is annual; other events planned as needed year to year, e.g. tour for legislators

• Advocats Web site– http://uagrad.org/advocats/home.php

• E-mails

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State Relations 4001 N. 3rd St.

• Invitation and tour flyer

Arizona’s First University.

Advancement – Marketing

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UA Marketing – Print ads

• Arizona Republic Countdown to College insert full page ad

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UA Marketing – Print ads

• Phoenix Business Journal April 2005 – June 2005 and July 2005 – June 2006

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UA Marketing – Print ads

• Phoenix Magazine (also appeared in Red Book in color)

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UA Marketing – TV

• On KAET– TV

– Four (one each: Discover, Build, Achieve, Serve) 15-second spots ran from January – June 2006 (22 spots per month)

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UA Marketing – Radio

• On KJZZ/KBAQ– January – June 2005– July 2005 – June 2006

• one COM spot and one other UA spot• Sample scripts:

– KJZZ is supported by The University of Arizona, Arizona’s First University. The U of A College of Medicine is expanding to Phoenix. Training more doctors to keep Arizona healthier.

– KJZZ is supported by The University of Arizona, Arizona’s First University. The U of A is leading NASA’s “Phoenix” mission to Mars. This will be the first mission to Mars led by an academic institution.

Arizona’s First University.

UA Alumni Association –

Phoenix Office

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UA Alumni Association – Phoenix Office Clubs

– Two clubs: East Valley, Phoenix• Three constituent groups: Young, Black, and Hispanic• One College of Engineering Council

– 32,000+ alumni in Maricopa County and Northern Arizona• Email blast to 8,224 alumni in the Maricopa County and

Northern Arizona Territory. This number is growing daily.• It is the Phoenix Office goal for all 32,000+ alumni to purchase

the UA license plate, which supports scholarships ($17 goes to scholarship, $8 to AZ DMV)

– Events and Membership

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UA Alumni Association – Phoenix Office

• Related to Clubs/Athletics

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UA Alumni Association – Phoenix Office

• Related to Clubs/Athletics

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UA Alumni Association – Phoenix Office

• Related to Membership

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UA Alumni Association – Phoenix Office

• Related to Membership

Arizona’s First University.

UA Foundation – Phoenix Office

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UA Foundation – Phoenix Office 4001 N 3rd St.

Flagship piece

Arizona’s First University.

Advancement – University

Communications

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University Communications – Print Dailies

– Arizona Republic • Significantly has increased UA coverage since hiring of new higher

education reporter• Interested in research stories spanning all disciplines • Covered presidential search extensively• Often turns down stories entirely if they are not front-page material

– East Valley Tribune• Currently transitioning higher education reporters• Reporter Emily Gersema covered UA science, education, and

administrative stories during her short tenure• More insistent on an East Valley connection, so ASU is favored

heavily• Exclusively used AP stories during presidential search

– Phoenix Business Journal • Published numerous stories about the College of Medicine

expansion• Contacts the UA every couple of weeks for experts or sources

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University Communications - TV

• KTVK – Channel 3– Broadcast Good Morning Arizona from UA campus in May 2006– More willing than other stations to travel statewide for stories– KTVK pulls content from KVOA and KMSB in Tucson– Strong contacts with assignment manager, certain reporters, and

morning show staff– Last visited newsroom in June 2006

• KPHO – Channel 5– Recently covered UA stories both in Phoenix and through satellite

uplink interviews– Number of UA alums or former Tucson reporters on staff– Last visited newsroom in June 2006

• KAET – Channel 8– Horizon top public affairs program among opinion leaders– Covered two UA stories in the past month, including pending

satellite interview w/Peter Likins next Tuesday– Last visited newsroom in March 2006

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University Communications – TV continued

• KSAZ -- Channel 10– Recently traveled to Tucson twice for UA stories and covered

another stories through satellite uplink– Strong contacts with assignment desk and special features

reporters– Last visited newsroom in November 2005

• KPNX – Channel 12– Covered at last five UA stories on 12 News Today morning show in

2006– Strong interest in sciences– Last visited newsroom in February 2006

• KNXV – Channel 15– Primary reporter contacts recently left the station– Lowest rated station in Phoenix and the one most prone to pursue

controversial stories– Morning program receives good ratings and open to feature stories– Last visited newsroom in February 2006

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University Communications – Radio

• KTAR– Reverting back to local news and talk programming, after

experimenting with syndicated shows– Just transitioned to a new news director– Visited newsroom in March, but turnover will require cultivation

process to begin again

• KJZZ– NPR affiliate – Covered a couple of UA stories in spring 2006– Strongly prefers in-person interviews– Last visited newsroom in April 2006

• KFYI– Mostly syndicated talk programming– Transitioning to new news director– Currently don’t have strong contacts at station

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University Communications – Multicultural

• Univision– Newsroom oversees Phoenix and Tucson stations– Covered numerous UA stories in 2006

• Telemundo– Newsroom oversees Phoenix and Tucson stations– Recently established primary contact (news director)– Quality contacts with La Voz, La Prensa Hispana, and Latino

Perspectives Magazine– Need to strengthen contents with other multicultural media such as

the Arizona Informant

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University Communications – Other

• Community Newspapers • Magazines• Pinal county media • Drive time music radio programming• Other• Internal communication device: UA News Clips

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Phoenix Roundtable Visual Audit

What’s the Big Idea?